Corporate Training for Teams

Strategic Account Management (SAM)

Imparta, In London
2 days
Next course start
Offered at a time and date of your preference See details
Course delivery
In Company
2 days
Next course start
Offered at a time and date of your preference See details
Course delivery
In Company

Course description


Strategic Account Management (SAM): In-House Training 

Imparta’s Strategic Account Management (SAM) programme sets itself apart from other courses by focusing on the questions you need answered, instead of on a linear process. Account management and planning often leads to large amounts of data being collected. However, those who collect this data often have little clarity on which parts of the data provides the most useful insights for the account. As a result, once them are completed, these collections are rarely used and the salesperson tends to revert back managing the account reactively.

To develop this SAM programme, Imparta has combined their knowledge and experience in the strategy and sales fields. The course can be easily integrated with Imparta's award winning opportunity management programme, Creating Client Value (CCV), and shares the same customer focused philosophy, encouraging and enabling clear reporting between teams working with new business and account management. This SAM programme introduces your employees to a well-defined process and interactive toolkit that will allow them to easily track, monitor and create account plans.

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Upcoming start dates

1 start date available

Offered at a time and date of your preference

  • In Company
  • London

Suitability - Who should attend?

This in-house training programme is best suited for account managers seeking a more strategic approach to maximise the value created for and by their accounts.

Outcome / Qualification etc.

This in-house training programme will allow you to face the following obstacles:

  • Lack of clarity on your position across the entire account
  • Ineffective account structure in place to service the account needs
  • New deals stall at the eleventh hour
  • Complacency in the account
  • High levels of account activity still not making good margins
  • Focused on just one or two territories or product/service areas
  • Lack of a clear strategy for developing the account
  • Viewed as a supplier to the account

Training Course Content

The content of this Strategic Account Management (SAM) training programme can be tailored to fit your needs, customers, markets, and objectives.

Areas typically covered in Imparta's SAM programme include:

  • Introduction to strategic account management, the importance of account planning, and a process for effective strategic account management
  • The Trusted Advisor: building trust, credibility and intimacy with a client
  • Establishing the structure of an account, mapping the account and areas of potential
  • Assessing current performance in the account, stakeholder mapping, analysing your strengths and weaknesses in the account
  • Understanding the factors that increase and reduce profitability in an account
  • Scanning for untapped opportunities and prioritising opportunities
  • Planning strategic initiatives, financial planning and breaking down a strategy into actions
  • Fixing problems, addressing the root cause of a client issue
  • Implementation, and the ongoing management of a successful account


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